Pregledni rad
“AD INTRA” AND “AD EXTRA”: BALANCING INTERNAL AND PUBLIC COMMUNICATION IN A NETWORKED ENVIRONMENT
Jure Papić
orcid.org/0009-0004-5656-5817
; Sveučilište Sjever
*
* Dopisni autor.
Sažetak
This paper starts from the assumption that the digital, networked environment significantly changes the way institutions with a strong internal structure align internal and public communication. (Habermas, 1989) In the case of the Catholic Church, inwardoriented communication (ad intra) has the task of preserving cohesion, coordination and pastoral purpose, while outward communication (ad extra) operates in the public sphere, where messages are interpreted through media frames, audience expectations and the dynamics of social networks. Under such conditions, the boundary between the internal and the public becomes more porous: information travels faster, messages are more frequently reshaped, and the risk of misunderstandings and reputational consequences increases, especially in crisis situations. The aim of the paper is to analytically describe the key tensions between confidentiality and transparency, hierarchical coordination and the need for rapid response, as well as the relationship between a universal message and local contextualization. The paper proposes a conceptual framework for understanding the balance between ad intra and ad extra communication in a networked environment and highlights typical points of “noise” in the transmission of messages across different levels
of institutional structure. The expected contribution is a clearer differentiation of communication functions, the recognition of patterns that produce message inconsistency, and the formulation of recommendations for more consistent, timely and dialogically
oriented public communication, while preserving internal cohesion and institutional credibility.
Ključne riječi
institutional communication; internal communication; public communication; digital media; multi-level communication; trust; reputation
Hrčak ID:
346790
URI
Datum izdavanja:
1.5.2026.
Posjeta: 0 *